US Climate Action Network

Founded to coordinate climate action across the United States, USCAN (US Climate Action Network) builds power through distributed organizing that mobilizes grassroots activists for escalated climate action. USCAN's Arm in Arm program embeds peer-to-peer fundraising directly into their distributed organizing model, creating a sustainable revenue stream while building toward massive decentralized actions.

Overview

With support from Progressive Multiplier, USCAN developed the Arm in Arm peer-to-peer fundraising program to test whether embedding fundraising in their distributed organizing model could achieve financial sustainability.

By designing a comprehensive approach that tested peer-to-peer fundraising across four major actions, USCAN built a foundation for financial independence while strengthening their movement-building capacity. The project transformed their approach to fundraising and created pathways for deeper activist engagement.

Key Strategies & Tactics

USCAN's Arm in Arm peer-to-peer fundraising initiative consisted of several integrated components designed to diversify revenue while engaging different segments of their activist base:

• Distributed Organizing Integration: Embedding peer-to-peer fundraising directly into four major escalated actions throughout the six-month pilot
• Iterative Refinement: After each action, refining communication plans and training materials to increase activist-to-fundraiser conversion, donors per fundraiser, and average gift
• Activist Empowerment: Converting activists into fundraisers through targeted training and support materials
• Peer-to-Peer Pages: Creating individual fundraising pages for activists to share with their networks
• Action-Based Campaigns: Tying fundraising appeals to specific climate actions including Mountain Valley Pipeline and Line 3 campaigns

Lessons Learned

• Leverage Authentic Leadership

Personal appeals from passionate climate activists generate the strongest response from potential donors and volunteers

• Invest in Dedicated Capacity

Revenue generation requires focused staff time and cannot be effectively managed as a side project

• Embrace Structured Planning

Iterative testing and refinement after each action provided essential guidance for improving conversion rates

• Connect Fundraising to Mission

Framing revenue generation as an extension of the organization's climate justice values helps overcome hesitation about asking for money

• Invest in Data Systems

Clean data and standardized processes are essential for effective donor targeting and engagement

• Build on Action Momentum

Embedding fundraising in escalated actions creates natural opportunities for supporters to contribute financially

The Multiplier Effect

Impact

Through this experiment, USCAN was able to create a sustainable fundraising model that strengthened their distributed organizing capacity while generating financial support. Their peer-to-peer approach, which incorporated direct activist engagement through personalized fundraising pages tied to escalated climate actions, resonated deeply with their base and attracted new supporters to their cause.

This approach not only raised funds but enhanced their organizing model and increased their capacity to mobilize for major climate campaigns. The Mountain Valley Pipeline and Line 3 campaigns achieved particularly strong results, with donation-per-page rates of 5.2 and 4.84 respectively, demonstrating the power of connecting fundraising to urgent climate action.

Originally motivated by the hypothesis that peer-to-peer fundraising could achieve at least 1.5:1 ROI when embedded in distributed organizing, the program exceeded expectations by achieving 1.8:1 during the pilot and positioning USCAN to reach 4:1 ROI through 2023. The increased activist engagement and donor base directly supported their climate justice campaigns, allowing them to maintain momentum toward massive decentralized escalated action.